--- title: "ASOS vs Shein: Which is searched more in the United Kingdom?" description: "Is ASOS or Shein more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/compare/asos-vs-shein" publisher: "Brandwave" --- # ASOS vs Shein: Which is searched more in the United Kingdom? Is ASOS or Shein more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: ASOS and Shein - **Competitive set**: Online fashion retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **ASOS Share of Search**: 10.6% - **Shein Share of Search**: 19.4% ## Is ASOS or Shein more popular in search? - In September 2026, Shein had more branded searches than ASOS among online fashion retailers in the United Kingdom. Shein had about 2.7 million branded searches, while ASOS had 1.5 million. Shein made up 19.4% of all online fashion retailer searches we track, and ASOS accounted for 10.6%. - Shein was ahead of ASOS in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in the United Kingdom moved from 11.3% to 10.6%, and its estimated monthly branded searches moved from 1.8M to 1.5M. - Across the 12 months ending September 2026, Shein’s share of searches among online fashion retailers in the United Kingdom moved from 20.7% to 19.4%, and its estimated monthly branded searches moved from 3.4M to 2.7M. ## Top online fashion retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, ASOS was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Shein did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ASOS | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | H&M | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Next | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Zara | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | New Look | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Uniqlo | 6th | 3 of 3 | 0 of 2 | 3 of 5 | | River Island | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Boohoo | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | PrettyLittleThing | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Where should I shop for clothes online in the UK?": 1. ASOS, 2. H&M, 3. Zara, 4. Uniqlo, 5. Next, 6. New Look - Asked ChatGPT "What are the best online fashion stores in the UK?": 1. ASOS, 2. Zara, 3. Next, 4. H&M, 5. Uniqlo, 6. River Island, 7. New Look - Asked ChatGPT "What's the best UK online store for affordable women's clothes?": 1. New Look, 2. H&M, 3. Uniqlo - Searched Google, AI Overview "womens clothes": 1. ASOS, 2. River Island, 3. Next - Searched Google, AI Overview "online clothes shopping": 1. ASOS, 2. Next, 3. Boohoo Not named in any answer: Shein and PrettyLittleThing. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom online fashion retailers in September 2026? - ASOS’s share of searches among online fashion retailers in the United Kingdom has gained ground for 3 months in a row, from 9.8% to 10.6% in September 2026. - Estimated monthly branded searches for Shein in the United Kingdom fell 18.2% over 12 measured months, from 3.4M to 2.7M in September 2026. ## Month by month | Month | ASOS estimated searches | ASOS Share of Search | ASOS rank | Shein estimated searches | Shein Share of Search | Shein rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.8M | 11.3% | 3 | 3.4M | 20.7% | 1 | | Nov 2025 | 2.2M | 12.6% | 3 | 2.7M | 15.4% | 1 | | Dec 2025 | 1.8M | 11.1% | 4 | 2.2M | 13.6% | 2 | | Jan 2026 | 1.5M | 11.1% | 4 | 2.7M | 20.3% | 1 | | Feb 2026 | 1.2M | 10.4% | 4 | 2.7M | 23.4% | 1 | | Mar 2026 | 1.5M | 11% | 4 | 2.7M | 20.1% | 1 | | Apr 2026 | 1.5M | 10.6% | 4 | 3.4M | 23.6% | 1 | | May 2026 | 1.8M | 11.6% | 3 | 3.4M | 21.3% | 1 | | Jun 2026 | 1.5M | 9.8% | 5 | 3.4M | 21.9% | 1 | | Jul 2026 | 1.5M | 10.2% | 5 | 3.4M | 22.8% | 1 | | Aug 2026 | 1.5M | 10.5% | 5 | 2.7M | 19.2% | 1 | | Sep 2026 | 1.5M | 10.6% | 5 | 2.7M | 19.4% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using ASOS’s and Shein’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **ASOS**: Measured on the search term “asos”. - **Shein**: Measured on the search term “shein”. - [ASOS profile](/demand/uk/brands/asos) - [Shein profile](/demand/uk/brands/shein) - [All online fashion retailers in the United Kingdom](/demand/uk/categories/uk-online-fashion-retailers): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is ASOS or Shein more popular in search? In September 2026, Shein had more branded searches than ASOS among online fashion retailers in the United Kingdom. Shein had about 2.7 million branded searches, while ASOS had 1.5 million. Shein made up 19.4% of all online fashion retailer searches we track, and ASOS accounted for 10.6%. ## Cite this page Brandwave. "ASOS vs Shein: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/asos-vs-shein This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/asos-vs-shein. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.